Beauty Square: Discover Your Inner Beauty at Harajuku’s New Beauty Salon

18.June.2020 | FASHION / SPOT

Shiseido is set to open its new beauty salon Beauty Square inside WITH HARAJUKU on June 18, 2020. WITH HARAJUKU is a shopping centre located in front of Harajuku Station in Tokyo.

Beauty Square’s concept aims to have people discovering their beauty, having fun, sharing experiences, and learning the latest in the scene. Visitors will be able to purchase cosmetics and makeup products, participate in interactive digital content, experience the salon where hair and makeup artists will beauty up customers, and more. Focused on younger customers, Beauty Square is a place to find your inner beauty, and what better place to do it than in Harajuku—Tokyo’s hub for youth fashion, beauty, and culture?

Beauty Square is split into 4 separate zones: the Go-Live Zone, Brand Zone, Installation Zone, and Salon Zone. Let’s take a look at each in detail.

 

Go-Live Zone

In this area, the real world and digital world collide: enormous LED screens and signs fill the area where a variety of content will be broadcast, like hair and makeup tips from the Salon Zone artists. Influencers will visit the Go-Live Zone everyday and stream live.

 

Brand Zone

Brand Zone is the shopping area of Beauty Square featuring a lineup of numerous Shiseido group brands, like Laura Mercier, SHISEIDO, SHISEIDO PROFESSIONAL, Dolce & Gabbana Beauty, NARS, bareMinerals, IPSA, Cle de Peau Beaute, THE GINZA, and more. The Brand Zone also offers a one-on-one counselling service carried out by beauty consultants.

 

Installation Zone

This is the entertainment space filled with immersive artistic content like towering LED screens, kinetic lights that move up and down, moving lights, as well a tie-up with the 3D avatar social media app ZEPETO for customers to interact with, and more. Events and pop-up shops will also open in this area.

 

Salon Zone

Makeup artists who honed their skills and craft at the hair and makeup academy and studio SABFA will be customers’ one-on-on producers, carrying out personal hair and makeup styling. Talks will also be held.

The restaurant and lounge SHISEIDO PARLOUR THE HARAJUKU opened up on the 8th floor on June 16, 2020, where people from around the world can enjoy the traditional taste of SHISEIDO PARLOUR.

Japanese international superstar Kyary Pamyu Pamyu has also been appointed the ambassador f Beauty Square. She will be promoting beauty in various forms throughout the year with the theme “Beauty Diversity.”

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    Kanda Myojin, the Tokyo Venue

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    ©SUNRISE/PROJECT L-GEASS Character Design ©2006-2017 CLAMP・ST

     

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    © 吉田秋生・小学館/Project BANANA FISH

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    Monster Merchandise

     

     

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    Location: Yomiuriland

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    [Hibiya, Tokyo] HIBIYA Magic Time Illumination 2021

     

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    Location: Tokyo Midtown Hibiya, Hibiya Nakadoori, Hibiya Chanter locations

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  • Kyary Pamyu Pamyu Produced Science-based Hair Care Brand “Curuput” Makes its Debut!

    01.November.2021 | FASHION / MUSIC

    Artist Kyary Pamyu Pamyu has started a science-based hair care brand named ‘Curuput.’ The brand’s first product, the ‘Deep Damage Care Set (Shampoo, treatment, and hair mask)’ will be available for a limited time at beauty counters nationwide and online from November 1 2021. 

      

    One of Kyary’s defining features is her vivid hair color. Behind the scenes however, she has been suffering with damaged hair to maintain her bleached hair. Her goal is to create a future where everybody, including Kyary herself, can dye their hair freely, without the worry of damage. With this in mind, she began production of her own science-based hair care brand that focuses on damaged hair and smells great too.

     

     

    From the moment you wash off the ‘Curuput’ shampoo and treatment, your hair will feel silky and moisturized. By using the triple care routine, the products will not only care for your existing hair damage, but continue to repair your hair by preventing future harm.

     

     

    Kyary’s tie-up song ‘Perfect Onei-san’ plays in the background of the official brand interview, and features on her upcoming 5th album “Candy Racer.’ The album is scheduled to be released on October 27. 

     

     

    Why not try Kyary Pamyu Pamyu’s new haircare brand ‘Curuput’ for yourself?

     

     

    Message from Kyary Pamyu Pamyu

    “After many meetings, I think the shampoo is complete! I’m so, so excited for it to finally be released.

     

    I have been having fun bleaching and coloring my hair since I was 18, but my hair would become damaged no matter what I did. I haven’t been able to enjoy my ‘ideal hair’ often, because I’d worry about the condition, and I’ve even been holding back from dying it due to damage concerns. But then I realized, “this isn’t me.” It’s the same with shampoos – I’d find a great shampoo but I’d dislike the smell, or vice versa.

     

    This new shampoo was created over many meetings and every detail has been considered. In order to create the best hair product, we wanted to create something that made your hair go “Kyurun” (bounce). We also paid special attention to the scent! Each time I would test the prototype version, my hair would become even closer to my ideal hair, so I’m really happy that I had the opportunity to develop ‘Curuput.’ 

     

    We put a lot of thought into this brand, so I would be really happy if everybody could give it a try!”

     

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